Conversion Rate Optimization

Conversion Rate Optimization

Is your website flooded with traffic but disappointing in the results you’re getting? Are your sales not what you’d expected, your phone not ringing, your lead generation numbers lackluster? Sounds like your website is the perfect candidate for Conversion Rate Optimization (CRO), an online marketing technique designed to improve your site’s effectiveness in generating conversions. It is the most powerful way to turn your website visitors into customers.

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Through a systematic use of analysis and experimentation, Marcel Digital will work with you to identify the friction points on your website, and develop an iterative cycle of testing and learning to optimize your users’ experience, with a focus on your most important conversion points.

  • Conversion Audit
    • CRO starts with a complete audit of your website, using a combination of software tools and a comprehensive review by human experts, as well as a assessment of your traffic flows using web analytics. This analysis will yield the friction points that are preventing visitors from completing desired tasks on your website. Our CRO site audit will yield a list of problem areas that should be addressed, as well as a preliminary list of testing recommendations.
  • Customized Testing Plan
    • Your customized testing plan will outline the user flows and landing pages where visitors are experiencing friction. Common problem areas include shopping carts with too many steps or unclear direction, lead forms that are difficult to locate or have too many fields required, phone numbers that are hard to find on the page, and more.

      The testing plan will prioritize those areas with the greatest opportunities for improving visitor throughput. Using techniques like A/B, multivariate and split testing along with insights from our CRO experts, modified page layouts, page elements and the like can be tested on an iterative basis. Experiments may be run concurrently or sequentially depending on the nature of the user flows being tested.

  • Tools of the Trade
    • CRO is ultimately about problem solving to remove any obstacles that may be present on your website today. But how do you find the problem if you don't know what the problem is?

      Marcel Digital employs an arsenal of tools to get insights and invaluable information on the way real users use your website. Take the guesswork out of your decision making and see how visitors are actually using your website right at this moment.

      Tools that show heat-mapping for clicks, mouse movement, and webpage scrolling will show you the areas on your web pages that are generally giving your users problems.  And tools like user recordings will show you specific sessions of individuals on your site so you can see what their user experience was like. 

  • Actionable Data
    • CRO will deliver incremental improvement to your site’s conversion rate over time, improving the ROI from all of your marketing efforts. Small investments in time and effort upfront can deliver big pay-offs in sales, leads and inbound calls.

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